Since 1966, Lee’s Famous Recipe Chicken has been serving up the kind of food that continues to build a loyal following. And for over a decade Stone Ward’s mission with Lee’s has been clear – create awareness and positive perception of the brand while at the same time, driving ever-increasing sales at the store level.
In 2022 as we entered a new year of promos for the QSR, research showed us that Lee’s customers viewed our chicken as a premium product with broad appeal. Our opportunity was to pivot both Lee’s in-store and external messaging strategy in an all-new direction that contemporizes the brand and appeals to a wider range of customers (particularly Millennials and Gen Z).
Through this new strategy, we are able to truly showcase the premium aspect of Lee’s Famous Recipe Chicken with expert food styling, amazing photography, fresh music and art direction that allows the food to be the star against a palette of colors that are instantly recognizable as Lee’s.
2022 Promotional Graphics
The result is a more cohesive brand campaign that can evolve through the promotional periods, add energy to the brand story and create impactful still and video elements. These elements can be used effectively for shareable social media, targeted digital media campaigns, website content, and other applications, including local store marketing.
The new campaign continues to build on Lee’s unparalleled double-digit growth over the past decade – including 45 of 49 quarters of record sales.